Research On Marketing Strategies Of Convenience Service Stations Of SXYZ Business Co. Ltd.

Shaanxi postal company, applying "its own branches and social franchise" operation model, constructs the postal specialize "one store" style public service platforms which named Shaaxi postal convenience service store. The stores service kinds of convenience business to the public. However, with the continuous improvement of convenience services networks and increased competition, pre-emphasis on expanding while ignoring a unified marketing strategy increasingly results in obvious problems. The main challenge company facing are integrating its owned businesses, strengthening the network and its brand advantage, to push the Shaaxi postal convenience service store perform the differentiation combination marketing strategy, and finally build the competitive market advantage.This thesis elaborates the Shaanxi postal company organizational system and its convenience service business status based on the relative theory review. The convenience service business status are shown on consumer, cost, convince, and communication view. Then the thesis gets the product design are not based on the regional special demand. Its pricing strategy limits price advantage. The store location network are not well organized. Online business development still has big work to do. Its resource like finance, postal and express can make more value, and so on. Focus on the problems, the thesis analyzes the main reason using the questionnaire method. Then to solve the problems, the4C marketing mix strategies are shown in this thesis. For costumer strategy, enrich the kinds of product and improving the service experience are studied. Cost strategy includes adjusting the service pricing method and reset the league management fee. Convenience strategy focuses on the service location optimization, franchise management, online channel development, information system management, service location on country. The communication strategies are upstream supplier cooperation and profit-taking setting, special promotion. Finally, in order to guarantee the4C marketing mix strategies running well, the supportive strategies such as brand building, human resource sustaining, channels coordination and service process controlling are studied.Through this research, targeted marketing strategies and supporting measures are proposed to enhance the market competitiveness of the Shaanxi postal convenience service station, which has practical significance. It also provides reference for other provinces in the development of postal convenience service station.